Sony Targets Laptop Consumers in China: Segment Global or Local?
The manager of the Sony VAIO personal computer in China has been given two segmentation studies. One study is country-specific and product-specific. The other is a global segmentation study, which covers all regions and all of Sony's many consumer electronics. Which segmentation study should the manager rely on—or is there a way to rely on both? After deciding which study is best, which consumer should the manager target, and with what position?
Kent Grayson, Sachin Waikar
Grayson, Kent, and Sachin Waikar. Sony Targets Laptop Consumers in China: Segment Global or Local?. Case 5-311-500 (KEL614).